I recently spoke to Adam Gilbert, who is a nationally recognized health, fitness and motivational expert and trainer. He is the Founder and Chief Body Tutor of MyBodyTutor, a company he created to help people stop making excuses when it comes to health and fitness, by providing daily and personal accountability like no other company in the world. He is a syndicated author on topics ranging from recognizing business opportunities, customer service, marketing and following your passion to nutrition, exercise, discipline and motivation. He writes a regular column for a Conde’ Nast publication where he is the current resident health and fitness expert. Adam was named a 2008 ‘Millenial Leader’. Prior to starting his latest venture, Adam worked at Ernst & Young for two years in the hedge fund and private equity practice, where he realized first hand just how easy it was to make excuses.
In this interview, Adam talks about how he developed his corporate brand name, how he differentiated himself from competitors, how he’s used social media for brand building, and more.
How did you come up with your brand name? What inspired it?
When I was in high school, I tutored kids in a few different subjects. All the kids I tutored were getting F’s, D’s or C’s before we started. I sincerely believed (and still do) it wasn’t because these kids weren’t smart. It was because they weren’t getting the attention, support and encouragement they needed. Teachers/coaches tend to focus on their star students/athletes which perpetuate their excellence while neglecting everyone else.
I really believed that by being there for them, providing accountability, checking up on them, supporting them, guiding them and setting expectations, it’d make ALL of the difference. It did with student after student! The amazing results made me believe very strongly in tutoring and what I felt that entailed. When I decided I wanted to pursue my passions of health and fitness and helping people, I wanted a name that would convey that same kind of relationship…MyBodyTutor was born.
How have you differentiated your brand from your competitors?
They say great businesses solve problems, and that’s how I tried to approach the weight loss business – where as most weight loss companies try to appeal only to your desires. (“Want to wear those skinny jeans? Want a flat stomach?) Getting the body we want is about three things: Eating right. Exercising. And doing those two things consistently. It’s the consistency part that is so hard!
If people don’t have the body they want, they have a consistency problem. And helping our clients stay consistent is our obsession. That is what we excel at. I know if we can help our clients stay consistent, we can get them amazing results. So, our approach has always been, “Hey, do you have a consistency problem? We’re here to help.” And I think that has helped us stand out a lot.
How have you used social media tools to communicate your brand? What other marketing tactics do you use?
Yes, I consistently write blog posts 2-3x a week. That is my commitment to teaching people how to lose weight and most importantly, why they’re not, and how they can. The best marketing, by far, is getting incredible results for our clients. Our business has grown almost entirely via word of mouth.
How have you been able to maintain your brand since you started it?
From day 1 (back in February of 2007), MBT stood for consistency. Our mission is to be (and I think we are) the #1 company in the world for helping people to stay consistent. We ask ourselves one question after every offer we receive: Will this help our clients stay consistent?
That means no to diet pills (I get 2-3 emails per week from companies wanting me to promote their products), no to “lose weight in 30 day type programs” (At least once a month, I’m offered a spot as a featured expert for a ridiculous program) and many other things. If it doesn’t align with our mission, it’s not a good fit.
What 3 pieces of branding advice would you give to another small business owner?
- Ask yourself what you stand for, and more importantly, what you don’t stand for.
- Be consistent.
- Believe in what you do 1000% because if you don’t, you’ll never stay consistent with it.